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Most charities are run similarly to businesses and large charities will incorporate several departments, including marketing and PR, finance and accounting, fundraising, events, human resources and project management. Within these departments there will usually be teams of people working under the supervision of a manager or a director who has been specialising in a given area for a while before being appointed manager of a department.
PR and marketing managers devise marketing strategies in order to generate the most amount of coverage at the lowest cost to the charity. They work closely with fundraisers and event organisers to implement their strategies.
Marketing managers may conduct market research into public trends and behaviour towards charities. Sometimes they do this themselves or in their teams, otherwise they might commission market researchers to conduct research on their behalf.
They oversee all campaigns and marketing activities of a charity and need to maintain relationships with journalists and media professionals to ensure the charity is receiving as much positive exposure as possible.